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The Jingle That Saved a Cereal Why Radio Advertising Still Works On Christmas Eve 1926, four men gathered around a microphone in Minneapolis to sing about breakfast cereal. They were not exactly The Beatles. One was an undertaker. Another worked in printing. A third was employed by a grain company. The fourth was a municipal
Why Packaging Is One of Marketing's Most Powerful Weapons The bottle, the box and the silent salesman. Walk through any supermarket and try something. Forget the advertising. Ignore the promotions. Pretend you've never heard of any of the brands before. Now ask yourself one simple question. Which product would you pick up first? The
Why Every Great Marketer Should Be a Student of History The best marketers don't just study campaigns. They study empires, revolutions, wars, scandals and human nature. Marketing has a terrible habit of believing it has just invented something. Spend five minutes on LinkedIn and you'll inevitably stumble across someone announcing the death of traditional marketing,
The First Viral Campaign? How the French Revolution Was Won with Rumours, Pamphlets and Propaganda When people picture the French Revolution they imagine angry crowds, guillotines and Marie Antoinette supposedly suggesting people eat cake. The Bastille has become the defining image of revolution. Every 14 July France celebrates the moment ordinary citizens marched on a
Brand Activation The Marketing Phrase That Makes Me Reach for the Mute Button There are certain marketing phrases that immediately make my eyes glaze over. "Let's take this offline." "We need to socialise the idea." "Can you action that?" And somewhere near the top of that list sits "brand activation". Now, before the brand
The Original Fake News? How Catherine the Great Used Propaganda to Take an Empire History has a habit of simplifying itself. The heroes become nobler than they really were. The villains become more monstrous. Complex people are squeezed into neat little boxes because stories are easier to remember than nuance. Sometimes those stories emerge naturally.
Why Discounts Don’t Work on Premium Dog Food Consumers What 2,300 Dog Owners Reveal About Value, Trust and Consumer Behaviour One of the oldest rules in marketing is simple: If you want more customers, lower the price. Run a promotion. Offer a discount. Throw in a free gift. And in many categories, that works remarkably
Lead Nurturing The Bit of Marketing Most People Ruin by Being Weird There is a particular kind of business optimism that appears the moment someone downloads a white paper. A notification pings. Someone in marketing leans forward. Someone in sales starts warming up like they’re about to be subbed on in the 89th minute. “Excellent,”
When Marketing Sold a War The Swiss PR Firm That Helped Change the World's View of the Nigerian Civil War Marketing has an uncomfortable secret.We like to imagine it exists in the safe world of logos, adverts, social media campaigns and supermarket shelves. We tell ourselves marketing is about selling trainers, holidays and breakfast cereal.History
Why Every Marketer Should Read Academic Papers (Even If They're Painfully Boring) There comes a point in almost every marketer's career when they decide that academic research is no longer relevant. University is over. The dissertation is gathering dust in the loft. And nobody has ever walked into Monday's marketing meeting saying, "Has anyone checked
